Brief - Food on the Move

(this is a competition brief - deadline is 2nd March 2012)


Brief Title:
Food on the Move

The Brief:

Redesign the packaging for a lunchtime wrap and an individual cake.

Background:

With our lives busier than ever, often the British consumer is required to eat whilst on
the move. The High street is full of café shops and sandwich outlets offering cuisines
from around the world as a grab and go lunchtime option.
The filled wrap has been a popular lunchtime option, but often the packaging is not
inspiring and doesn’t show the product to its full potential. Individual cakes such as
carrot cake and brownies have also grown in market share as a treat during the working
day. Somehow the element of “a treat” is not communicated fully by the packaging.

Concept/Proposition:

Create/re-design packaging for a lunchtime wrap and individual cake which shows the product to its full potential while still allowing it to be easily consumed ‘on the move’.

Target Audience:

Students
Career orientated people

25 to 40 years olds

Tone of Voice:

Considerations:

Protecting the product from food factory to store and then to where the consumer eats the product.

Product visibility – allowing the consumer to see the product they are buying. Consumers buy with their eyes!

Easy to open – making the packs tamper evident in store, but then easy to open once purchased.

Needs to sit within the food to go market

Not use excessive packaging and be easy to recycle at the end of its use.

Mandatory Requirements:

Use cartonboard as the predominant material. Plastic film window material can be used to improve product visibility.

Deliverables:

Model with graphics for both wrap and cake concept

3 x A3 supporting development boards